Final answer:
The DAGMAR approach is the method of setting advertising objectives that defines the target audience, the desired percentage change in a specific measure of effectiveness, and the time frame for achieving this change. It is aligned with the SMART criteria and involves Message Targeting to effectively resonate with the chosen audience.
Step-by-step explanation:
The method of setting advertising objectives that specifies that all objectives should precisely define the target audience, the desired percentage change (in some specified measure of effectiveness), and the time frame in which that change is to occur is known as the DAGMAR approach.
DAGMAR stands for Defining Advertising Goals for Measured Advertising Results.
This approach emphasizes the need to establish clear and measurable objectives for an advertising campaign that include specifying the target audience, determining the level of change desired usually in terms of awareness, attitude, or behavior and setting a deadline for when this change should be achieved.
To effectively define your goals and objectives using the DAGMAR approach, each goal should adhere to the SMART criteria, meaning they should be Specific, Measurable, Achievable, Relevant, and Time-bound.
When defining your audience, consider the different segments and demographics that your campaign intends to reach and tailor your message accordingly.
Message Targeting is also vital in ensuring that the campaign resonates with the audience, using data-driven methods such as polls and focus groups to shape the campaign's message.